Pacifica Hotels seeks approval for outdoor beer and wine service at Hotel Hermosa

The Hermosa Beach Planning Commission convened on August 19, 2025, to discuss a significant modification request from Pacifica Hotels regarding the Hotel Hermosa. The proposal aims to expand the existing beer and wine service to the hotel's outdoor patio, a move that has sparked both support and opposition from community members.

Pacifica Hotels representatives emphasized that the intent of the expansion is to enhance the experience for hotel guests, particularly corporate travelers and event attendees. Adam Marquis, president of Pacifica Hotels, highlighted the company's commitment to responsible alcohol service, noting that the hotel has maintained a clean record with no violations. The proposed hours for outdoor service are set from 8 AM to 9 PM on weekdays and until 10 PM on weekends, with strict conditions to ensure a controlled environment, including no live entertainment or amplified music.

Supporters of the proposal, including hotel staff and local business representatives, argued that the amenity is essential for attracting business travelers and enhancing the hotel’s appeal. Courtney Ryan, the director of sales at Hotel Hermosa, reported a growing segment of business travelers and expressed the need for outdoor service to compete with other hotels in the area.

However, the proposal faced strong opposition from residents of the neighboring Seaview Village, who voiced concerns about potential noise and disturbances. David Sherwood, president of the homeowners association, argued that allowing alcohol service on the patio would exacerbate existing issues with noise and disrupt the community's peace. He emphasized that the hotel had previously been denied outdoor alcohol service for these reasons.

Despite the opposition, some community members expressed support for the hotel, citing its role as a key economic driver for Hermosa Beach. They argued that providing alcohol service aligns with industry standards and enhances the visitor experience.

The Planning Commission is expected to deliberate on the proposal further, weighing the potential benefits to the hotel and local economy against the concerns raised by residents. The outcome of this decision could significantly impact the operational dynamics of Hotel Hermosa and its relationship with the surrounding community.